Serie A clubs get sleeve sponsorship green light

Italy’s top flight follows other European soccer leagues in offering new playing shirt inventory.

Posted: August 28 2018

By: Sam Carp

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The Italian Football Federation (FIGC) has given its approval for Serie A teams to have a sleeve sponsor on their playing shirts.

The Calico e Finanza soccer finance website says that the request was made by all clubs in Italian soccer’s top flight during one of the last meetings with the FIGC, the governing body for soccer in Italy.

The move means that in addition to a front-of-shirt and back-of-shirt sponsor, Italian clubs will be permitted to sell a space of 100cm2 on the left sleeve of their shirts, although it has not yet been confirmed when the new inventory will open up to brands.

An official statement from Serie A added further details, saying: “Sponsorship advertising is allowed on the front of the shirt, on the back of the shirt (under the number) and on the left sleeve of the shirt; the total area occupied by advertising must not exceed 650 cm2.”

The move will see Serie A join the Bundesliga, Ligue 1, La Liga and the Premier League in allowing its clubs to have a sleeve sponsor. Teams in English soccer’s top flight have profited since the league permitted sleeve deals ahead of the 2017/18 season, with Arsenal and Chelsea believed to be netting UK£10 million each year from their agreements, while Manchester United’s partnership with Kohler is reportedly worth UK£20 million annually.